When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014
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Tim Loo's presentation at WebVisions Barcelona 2014. As experience designers, we’ve all been there. The business brief to improve the customer experience is clear. The insight from the customer and the business points to obvious opportunities. As a team we’ve designed innovative solutions creating a win/win for the organisation and their customers. And then, like a patient rejecting the life saving transplant from an organ donor, the solution doesn’t take. Or worse they do nothing. In most cases, it’s not the design but the culture of the organisation that is the barrier to step change improvement. So how do you redesign and “heal” the culture of an organization to better deliver customer experience design?
Transcript of When Business Culture kills Experience Design - Tim Loo - WebVisions BCN 2014
Tim Loo Strategy Director, Foolproof
When Business Culture kills Experience Design
@timothyloo @webvisions #wvbcn
* YOUR DESIGN PROJECT
ORGANISATIONAL CULTURE
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OK, so what do I mean by culture?
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Wikipedia definition screenshot
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Culture tells us how to behave when we can’t turn to formal directives, agreements or set of rules for guidance
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It’s part co-ordination, part conscience
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Why should we be interested in organisational culture?
BUSINESS UX ADVISOR THE PROJECT
Client doesn't measure
or understand the value of UX
Ineffective communication
& persuasion
Low stakeholder engagement
in UX
Lack of commitment
to UX
Lack of budget
Driven by technology
and constraints
Consultant & agency attitudes
Lack of senior-level
client sponsor for UX
Client doesn't understand
UX processes
Inertia and resistance to
change
Lack of time
Lack of resources
Client lack of vision, strategy
and business case
Lack of consultant
skills & experience
Source: Making UX Happen survey of top 3 barriers (100 respondents)
Culture, politics &
organisational silos
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Culture is a primary enabler/barrier to creating & delivering great experience
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Service excellence = design x culture
Source: Uncommon Service, Frei & Morriss
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Culture eats strategy for lunch
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Thinking about big company culture
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Siloes, bloody siloes
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Short term minded
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Insular & inward looking
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IT/engineering led
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Inflexible process driven
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Our purpose is to make money
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For me to win, you have to lose
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Culture change is hard
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So how can we affect business culture?
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Thinking Behaviours
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4 behaviours
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Organisational Behaviour 1 We can all visualise what it’s like to be a customer dealing with us today
Experience videos
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Use tools which quickly & memorably communicate the functional and emotional customer experience
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Organisational Behaviour 2 We know & regularly communicate what good experience looks like
INCREASED SALES EASY TO CODE LOOKING GOOD TO MY BOSS LUNCH
4 Design Principle: Our expertise on tap
§ “When I need advice or technical help I know where to go” § “I can always access the right information when I need it”
Experience design principles
“I’ve got options for how I want to place my order. It’s the same whether I do this online or on the phone.” 1
Future customer stories
“I like that I can quickly place an order for the products I frequently buy. Everything I need to know about the products is at my fingertips.” 2
“It’s really clear to me what products are available and when I’m realistically going to get them.” 3
Future customer stories
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Experience design principles and customer stories help colleagues understand & describe what good looks like
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Organisational Behaviour 3 We physically get together to make hard decisions & trade-offs to deliver the right experience
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Face to face collaboration is key to building empathy with customers and with colleagues
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Organisational Behaviour 4 We measure & report on things which are meaningful for us and the customer
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We need to help make stakeholders care about the numbers linking customer outcomes to value
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Change thinking
Change behaviours
Make stakeholders collaborate and share customer perspective
Create empathy with colleagues and customers
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Some of us will need to take a central role in
affecting cultural change
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Thank you
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Start a conversation
Tim Loo [email protected] +44 7714415677 @timothyloo
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